Janice Wong Becomes First Singaporean Confectionary Brand to Open in London’s Selfridges Department Store


More Asian representation is expected to grace London’s shopping and food scene, specifically, in the confection section, as multi-award-winning chef Janice Wong opens her eponymous confectionary brand at none other than Selfridges in London.

The entry of Janice Wong to the UK market in October marks a new era for the Singaporean confectionery brand as it seeks to grow in the UK and across Europe.

Janice Wong London Concession.

Sweet-toothed shoppers may find Janice Wong’s stand on the lower ground level of Oxford Street’s most prominent store. The new stall will sell chocolates infused with signature flavors such as Calamansi, Baileys, Yuzu, Coffee Kopi, Gula Melaka Pandan, and Laksa Leaf Lemongrass.

The confectionery retails its chocolates from £15 to £66++ and may be purchased in-store and online. Shipping orders will become available soon inside the UK and Europe. The stand will also sell the brand’s handcrafted Pure Imagination bean to bar chocolates, which were originally introduced in Singapore in October last year at its flagship Bean to Bar Café. The National Gallery in London will become the second London institution to offer the brand’s products in art-themed limited-edition packaging beginning in November.

Janice Wong chocolates.

Janice Wong considers the opening of her store in London as a great privilege being the first Singaporean confectionary brand to become part of the Selfridges family. “The future holds many opportunities, and this is the beginning of a new journey for us”, Wong said.

“Your world is your imagination”

Reads Chef Janice Wong’s philosophy as a culinary stylist, visionary, author, photographer, and artist. A woman of many hats indeed, she nurtures an endless array of inspiration for her world of edible art.

Chef Janice Wong

In September 2011, Janice used exclusively edible materials to create seven works of art that dramatically altered the studio’s aesthetic. These works included a marshmallow ceiling and a wall coated in gum drops, among others. Since then, Wong has been commissioned to  craft interactive art for local and international exhibitions, restaurants, and other clients.

Her unique artworks are ever-changing as they invite viewers to experiment with their own perceptions, colours, textures, and flavours. Her work presents an aesthetic and gastronomic universe of flawless imperfection and flawed perfection, with a common thread of a search for beauty in imperfection and an appreciation of imperfection in perfection. Art and Janice Wong’s works are breathtaking in their beauty.

Chef Janice Wong’s insatiable curiosity for desserts and her commitment to culinary excellence have driven her to push the envelope. The native Singaporean has been trained by world-renowned chefs such as Thomas Keller and Grant Achatz of the United States, the Spanish chocolate master Oriol Balaguer, and the prolific French pastry chef Pierre Hermé. Her eponymous chocolate label, JANICE WONG, debuted in November 2014. In 2018, she opened a concession stand at London’s prestigious Harrods Department Store.


About Author

Marky is a travel writer and photographer. He narrates his experiences wandering the tropical paradise of the Philippines, South East Asia, Sri Lanka and India on his travel blog Nomadic Experiences.

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